Gig workers come from various backgrounds and for a majority of them, English is not a strong suit. Yulu Bikes improved the onboarding experience with motion design and multilingual support, ensuring inclusivity and engagement from the very first step.
For Yulu Bikes, gig workers are the majority of their user base. However, the initial onboarding experience was falling short. A text-heavy, English-only interface led to high exit rates, leaving gig workers disengaged and frustrated.
Understanding the need for an inclusive, intuitive solution, Yulu Bikes introduced motion design, multilingual support, and a fresh onboarding flow that truly resonated with their users.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: High Exit Rates in the Onboarding Process
The onboarding process was a critical touchpoint for gig worker audience. However, the existing flow presented several challenges:
- Language Barrier: The onboarding page was text-heavy and exclusively in English. This caused a barrier to onboarding of the majority of the gig workers
- Low Engagement: The static, text-based content failed to grab attention, leading to disengagement.
- High Exit Rates: Data and ground research revealed that most users skipped reading the text and abandoned the process prematurely.
This led to a clear need for a more engaging and inclusive onboarding experience tailored to user’s needs.
The Solution: Motion Design and Multilingual Onboarding
The product team at Yulu Bikes reimagined the onboarding experience with a user-first approach, leveraging motion design, multimedia communication, and language options to create a seamless and engaging flow.
Key Features of the New Onboarding Experience
Motion Design for Engagement
- Animated visuals were incorporated to immediately capture attention and guide users through the onboarding process.
- The dynamic design created an engaging, step-by-step journey, reducing cognitive load on the user.
Multimedia Communication
- Audio and video elements were added to convey information in an intuitive and relatable manner.
- Text remained present as a supplementary communication layer for clarity.
Multilingual Support
- Users were given the freedom to choose their preferred language for onboarding.
- The language options ensured that gig workers from diverse regions could understand and interact with the platform easily.
Impact: Enhanced Engagement and Conversion Rates
The new onboarding experience delivered measurable improvements across key metrics:
- Reduced Exit Rates
- The engaging, motion-driven design significantly decreased the number of users abandoning the onboarding page.
- Higher Conversion Rates
- With more users successfully completing onboarding, the conversion rates for rental plan purchases increased substantially.
- Improved NPS for the Rentals Vertical
- The user-friendly onboarding process boosted satisfaction and loyalty, reflected in a higher Net Promoter Score (NPS) for rental vertical.
The Team Behind the Innovation
Aryan Indraksh: Head of Design, Yulu
Aryan & the team at Yulu understood that their largest user base was gig workers who come from different regions of the country. Existing onboarding in English was hard to follow and led to drop offs. Aryan then designed a new flow where both audio and video were used to communicate instructions. The best part was the option to pick a regional language. This led to high adoption, making Yulu a no-brainer for gig workers.
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